Marketing Strategies for 2021: A Guide to Paid Advertising for Your Recruitment Company

Hi there everyone, this is Denise from Superfast Recruitment.

If my calculations are right, as my mum always used to say to me, “Well, it’s all over, Denise. It’s just one day.” I’m talking about Christmas of course, and hopefully, you’ll have had an amazing time with your family. If you’re in the UK, maybe you’ve been able to leverage that little bubble of five days to go and meet up with your loved ones.

I hope you’ve had a jolly good time, but now we’re back into that weird period in between Christmas and New Year when no-one knows what time it is or what day it is and we’re just counting down to the New Year.

Let’s hope that 2021 will be slightly better than 2020.

If you’re new here, I’m going to talk about paid advertising today. I’m going to talk about four things specifically because paid advertising, I think for recruiters, is underutilized and yet there is so much opportunity with it.

Before we get started, if you’ve not done any marketing planning yet, download our free recruitment marketing checklist, which you can find here. Download it and print it off, go old school, look at all the different strategies that are there.

They’re based on what is working now in the recruitment sector, based on what our successful clients are doing. Check it out and see where you rate, and that will help you in being able to decide on your next steps too.

So, let’s get started with four paid advertising strategies for your recruitment company – here’s what you need to know.

Your Offer

Now this conversation on ads, I want to frame with a couple of things first. The first one is whenever you use ads, what is your offer? What is your call to action? Because that makes a massive difference to how successful your ads are.

Have you got an offer that says, “Book a call with me”? Have you got an offer that says, “Come and download my latest report”? Have you got an offer that says, “I’ve got a role that I think would be absolutely spot on for you?” because people are more likely to click through an ad and take the next step, which is always what we want them to do.

If there is a call to action that is relevant for them, if there’s an offer, if there’s something that is specifically useful for them. That’s offers.

When you’re thinking about your paid advertising, strategies; then think about an offer.

First of all, let’s talk about good old Google.

Google Ads

I’m not going to cover Bing because that’s similar to Google. Let’s just focus on Google for now.

You will know Google as Google AdWords, pay-per-click marketing, and this is often based on keywords. If somebody searches a particular keyword, let’s just say it’s data architect jobs in Basingstoke for instance, then that is a keyword or phrase, and you could potentially bid on that keyword or phrase.

When somebody types that in, they will see a number of ads appear on Google. If you’ve decided to purchase some ads, one of them might be yours, and that person will click through, and they’ll land on your website.

Now it depends on the specific sector that you are in exactly how much you will pay for a click. I know with some of our clients that work with a pay-per-click specialist that we work with and some of their keywords and phrases are a fortune; they’re £50, £60 a click, but that would be for a 200K role, so it’s all relative.

People who would click on something like that have a strong buyer intent. If you are thinking about, “I wonder if pay-per-click marketing could work for me,” then there are a number of things you can do. One of which, of course, is to have people visit your site for a specific role or particularly for a client.

Of course, it could be a specific recruitment company, like data science recruiters in Basingstoke. Yes, people do search on that, and your clients will be searching on that.

I know we’ve been in this weird space with COVID, but people will be building their teams, trust me, because there’s going to be a big shakedown of people leaving, people staying and people wanting to build their teams.

I’m a great believer in outsourcing certain things. If there’s one thing I would say is to consider, it’s outsourcing. If you would like to know who we use, then just drop me an email.

I would strongly suggest that you consider Google AdWords, particularly if the roles that you are recruiting for are high value or they’re quite specialist; then you know that the buyer intent is going to be quite high on that one. That’s Google.


Retargeting, remarketing; it does what it says on the tin.

Some of you, if you have been onto our website, you will, I am sure, have been retargeted or remarketed by ourselves, either on Facebook or on Google, so here’s a very quick explanation of how this works.

Some of you over the past few weeks I’m sure, if you have been shopping for presents for Christmas for your significant other, will have been retargeted by adverts.

I’m surprised that more recruitment companies don’t utilize retargeting adverts when people have either been on their client page or have been on their job board.

How does it work?

Well, it works in the way that a lot of things work on the web, using cookies. What happens is that you would install some snippets of code on your website that, when somebody visits your website, they are tagged with this code, and your adverts follow them around.

You need to highlight this in your privacy policy to be compliant with GDPR. This is a good thing as it’s not overselling or overmarketing.

It’s very easy to get distracted while you’re looking for something online – the phone rings or little Johnny starts screaming, or your mom rings, or next door knocks on the door to deliver a parcel that’s for you – you come away and think, “Where was that advert that I saw? Where was that thing? Let me get back to it.”

That’s a massive benefit of remarketing and retargeting because that advert will pop up again.

And with Google, you can also use remarketing codes. These can be put on your website and used in the same way. You do need a certain volume of traffic, which I would imagine most people who listen to this podcast will get, but talk to a pay-per-click agency, and they will be able to give you that information.

Just to clarify, yes, of course, you can learn Google AdWords. We do some of our own Facebook marketing, which I’ll come on to, but it’s just thinking about how much time you have versus other parts of your role as a recruitment business owner.

Maybe your time would be better spent in other areas, rather than faffing around with Google AdWords, and then suddenly pressing the wrong button and spending lots and lots of money when you didn’t want to?

Imagine that the code is on your website and someone visits either your client page or candidate page, and then you are then always front of mind for them.

Facebook Adverts

You may have come across an advert of ours on Facebook; I would strongly suspect that a lot of your candidates and clients are on Facebook.

A substantial percentage of your clients and candidates, no matter what sector you are in, will be on Facebook. Therefore, would it be a good idea to be in front of them?

Facebook is fabulous because you can target by geography, you can target by interest, you can target by age, you can even target by sex.

For some people, it may be their market. They have both men and women, but they want specific ads. As we all know, as men and women, sometimes different words and phrases attract us.

Let’s just say you have an ad running, and you know that 50% men, 50% women would take this role, and then what you decide to do is you write slightly different ad copy that appeals to that market.

Let’s just say you’re based in Manchester and whoever this particular role might be suited for is all the conurbations in South Manchester; it might be Sale, Altrincham, Hale. The average age of this person could be anywhere between, let’s say, 35 and 55, whatever that might be. You could create a separate ad for females and males, and it could be targeted specifically to them.

You can target down to that level.

So your brand is constantly in front of somebody. Do you think you might convert from that? Absolutely, you would.

That is the benefit of Facebook; it’s very, very targeted. You can also set a budget too, so you never pay more than your allocated budget on your adverts.

LinkedIn Adverts

Now, I want to touch briefly on LinkedIn adverts. I love LinkedIn adverts. They’re not as easy to get around; however, depending on the type of roles that you’re placing, LinkedIn could be something for you.

There are multiple ways to use LinkedIn ads, but the ones that we find the best is sponsored content.

It is more expensive, but then, depending on the roles that you are placing, it can be so worth it.

Again, with LinkedIn ads, you can upload your database of people that are already on your list so it can target them specifically. It can go out, and your ad will be shown in front of them.

LinkedIn tends to be a little bit behind Facebook on some things, but from a LinkedIn ad perspective, you can be quite granular, and you can search on people in specific roles.

For instance, the difference between LinkedIn and Facebook is that you could have your ad shown only to CEOs in companies of 11 to 50 or turnover X million. The targeting capability of these platforms is changing all the time, and I would say, give LinkedIn ads some consideration this year.


If you’re placing MDs, CEOs, higher-level roles, this could really work for you. Paid advertising is definitely something to consider in 2021.

For more information about advertising and marketing your recruitment company, head to our blog which you can find here.

This is Denise. Saying bye for now.

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